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BMC 313 Metrics and Measurement

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Course Description

Web analytics, social media, web 2.0, mobile technology and other digital channels have opened the data floodgates but what does it all mean? This course will give you a framework for how to set-up, monitor, and measure the results of a digital media strategy or an integrated marketing campaign, digital or traditional, from beginning to end. Learn important skills for research and analysis, and explore a variety of marketing metrics and measurement tools available for measuring your return-on-investment. 


Student laptops are optional. There is no need for laptops on the first class.


NOTE: Take this course after completing BMC 167 – Marketing Principles. Proficiency in Excel to an advanced beginner level will be required to complete course assignments.

Applies Towards the Following Certificate(s)


  BMC 313 - 012 Metrics and Measurement  
  Spring 2017   Status:  Available
Online:   11 Apr 2017 to 29 May 2017
Hours: 20.00
Course Fees:   Flat Fee non-credit    $445.00
Potential Price Adjustments:
Delivery Options:  Online
Instructor(s): Joanne O'Connell
  Reading List / Textbook:  

Required Textbook

Title: Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know

Edition: 1st

Authors: Mark Jeffery

Publisher: John Wiley and Sons


For information on the UofC Bookstore hours, store locations or how to purchase textbooks please go to: http://www.calgarybookstore.ca

To compare new and used textbook prices, visit: http://calgary.verbacompare.com/comparison?id=104502

Textbooks and course packs are available for purchase from our UofC Bookstore, located at the main campus on the first floor of the MacEwan Student Centre.  If you prefer, visit the Bookstore website to order online and have them delivered to your home or office.  - http://calgarybookstore.ca/

  Section Notes:  

Prerequisite: BMC 352 Learning Online

It is not possible to register online for this course until you have successfully completed BMC 352 Learning Online or have a Learning Online Prerequisite Waiver in your profile. You may enrol in this course, by telephone, if you are enrolled in a section of BMC 352 that will be completed before this course begins.
  • This course will be delivered using Desire2Learn (D2L).
  • Unless notified, all online courses are available at 9 am on the start date.
A $25 fee applies for course withdrawals and transfers.  

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